About

I started Emboss in 2011, right after finishing a business degree at USF.

At the time I was working for a former Xerox executive who had built his own OCR software. We scanned paper records for businesses and indexed them so they could be searched. In effect, we were building small search engines. What I wanted to know was how he got customers to call and place orders. I asked him. He said, “My website.”

I had grown up with websites and never thought about what one could do for a business. He showed me how his site was built and how search engines found it, and I was hooked. The start was hard. Unzipping a file on a server felt like a wall. Skateboarding had already taught me to keep getting back up, so I kept at it.

The web was less forgiving then. Sites got hacked or went down without warning. One night at 10pm a Miami hospital called because their website was sending mobile visitors to an adult site. It was fast damage control, and I found I liked that kind of pressure.

Today the work covers design, development, apps, software, video, advertising and branding. WordPress is still my go-to tool, although AI web design is now a strong contender. More than a decade of doing this on my own has taught me patience, persistence and how much trust matters. I put my clients’ success ahead of my own.

For most owners I meet, the web is a black box. The people they pay have stopped moving the business forward, and the next step is not clear.

Business is a war game. Emboss exists to provide long-term advantages backed by nearly two decades of strategic foresight.

So I start where they are. I explain the technology in plain words and hand them a clear, tested game plan for what to build and in what order.

The best part is watching a client’s business grow, take care of its employees, and help those employees support their families.

Brandon Selfors